Social Media Networks: Why Less Can Be More

Let's face it: for most businesses these days, social media is no longer an option. However there are disturbing whispers making the rounds that you need to be on EVERY network, and I'm here to tell you that's just not true.

Social media & you vs. big business

All social media networks have their own culture (and subcultures!), their own etiquette, their own quirks and features. For a large company with a dedicated marketing department experienced with social media, and a substantial budget, they'll likely have no problem managing and creating content for many different networks. But what about you, the solopreneurs and small business owners who are your company's entire marketing department? And operating department. And accounting department. And . . . you get my drift.

Focus on what's important

You need to focus on the networks that will make the most impact, based on your budget and resources. If you own a cupcake shop, posting articles about the cupcake industry on LinkedIn may be interesting, but you might not be getting those people in the door. If you are a financial advisor, Instagramming photos of your office may not be how you want to spend your time. It's not to say that businesses cannot be successful on any network, but when you need to get the most bang for your buck you really need to answer 3 key questions before you even get started:

Where are my customers?

What network has the culture and capabilities to best fit my business?

What purpose will social media serve in my business?

Plan realistically

Social media success doesn't happen overnight. It takes time and effort to build trust and forge connections with your customers online. How well can you listen and engage them when you're scrambling to write/photograph/record content to post to a dozen networks multiple times a day? Pick one or two networks and focus your efforts - you'll get a better response than if you are "everywhere" but not "present".